Corporate or advertising character

A corporate or an advertising character is a fictional, drawn in a
certain way object (man, tube, animal, etc.) that appears in advertising
and promo materials to create a vivid, sticking to one’s memory ads and
build a positive impression of a product and advertising actions.

One of the main advantages you have if you are using a corporate
character is a possibility to stand out among your competitors. It may
be a vital step for small and medium-sized companies operating on
markets, where no massive advertising campaigns take place, and
advertising budgets are rather modest. However, you should take into
consideration that your possible clients should associate the
advertising character with goods and services you produce. It is
inadmissible that the advertising character replaces them in the mind of
your clients.

In the frames of corporate style advertising characters are said to go back to protecting totems used by people in prehistoric times.

An advertising character is also a means to weld together the
personnel of your company, create a positive image of your company among
employees and clients.